NEWS3 November 2009

Firms probe digital media’s influence on doctors

New business North America

US— ComScore and ImpactRx have gone to market with a new tool tying doctors’ online and mobile media habits to their prescription writing activities.

The Physician Behavioural Measurement solution is built around an opt-in panel of doctors who have their digital behaviour and prescription administration activity tracked.

This behavioural data is then supplemented by additional survey research in a bid to provide more of an understanding of how attitudes and intentions influence behaviour.

ComScore’s vice president of pharma marketing solutions John Mangano said: “With physicians increasingly utilising digital media for support in researching and administering effective healthcare, there is a growing need to understand how their use of such media influences their decision-making.”